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Dodge Dart TV spot to debut Tuesday during MLB All-Star Game

July 9, 2012

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Chrysler Group's first TV commercial for the 2013 Dodge Dart will debut Tuesday during the Major League Baseball All-Star Game and will feature a rapid-fire video montage of how to design, make and market a car.

The 90-second spot, called "How to Change Cars Forever," features several cameo appearances, from astronauts to championship athletes such as New England Patriots quarterback Tom Brady.

The commercial, produced by Wieden+Kennedy, will be followed by 30- and 60-second versions later this summer in anticipation of the Dart's full marketing launch in September.

Last month, Chrysler held several drive-away events to deliver the first copies of the new compact sedan to dealers around the country. The 2013 Dodge Dart is the first Chrysler product to be based on a modified version of parent Fiat S.p.A.'s CUSW platform.

The 90-second version of the commercial features a series of videos that show people molding clay, facing deadline pressure and drinking lots of coffee. Interspersed are videos of a man smashing a laptop computer, a car dropping onto the desert floor from a great height, and the three-wheeled Reliant Robin tipping over during a turn.

It ends with the tag line "New Rules" displayed across the screen as a Dart drives away.

"Adding a dose of fun, creative license and Dodge brand humor, 'How to Change Cars Forever' captures the meticulous process of starting with a simple idea and developing it into a revolutionary new car, including the angst and pressure of a blank page, trials and errors of the early stages, and molding, shaping and testing the Dodge Dart until it was right," Chrysler marketing head Olivier Francois said in a statement.

He said: "We wanted to provide a peek inside what it takes to bring a new car to fruition."